Consumer and Buyer Behaviour (11178.2)

Availability

• UC - Canberra, Bruce

  Year	Teaching Period	Convener		Mode of Delivery
  2021	Semester 1	DR   Marjan   ASLAN	(Ph: +61 2 62012136 )	ON-CAMPUS

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Unit Outlines

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• Semester 1, 2021, ON-CAMPUS, BRUCE (202596) - View
• Semester 1, 2020, ON-CAMPUS, BRUCE (197746) - View
• Semester 1, 2019, ON-CAMPUS, BRUCE (184589) - View

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Syllabus

This unit covers both consumer behaviour and business buying behaviour. Students will explore the processes that consumers go through when selecting services and goods, such as the individual customer make up and environmental influences that impact on human decision making. Consumers' culture and social status, psychographics and demographic factors as well as the role of emotion and humour in marketing strategies will be discussed and analysed. Of equal importance is how businesses/organisations make purchasing decisions and students analyse how this is different/ similar to consumer decision making processes in new task buying and repeat buying decision making processes.

Learning Outcomes

After successful completion of this unit, students will be able to:

1. Identify and interpret consumer behaviour theory and its implications for marketing strategy in both consumer, organisational and industrial markets;

2. Analyse consumer decision making processes in different scenarios;

3. Evaluate consumer decision making theories and apply to new product development and entrepreneurial environments;

4. Analyse how cultural differences impact on marketing strategies;

5. Compare organisational buyer behaviour in different settings to consumer buying behaviour; and

6. Describe the scope and nature of psychology and sociology in consumer behaviour.

Assessment Items

Contact Hours

Three hours of of interactive workshops, lectures and tutorial on-campus per week.

Prerequisites

11176 Marketing Fundamentals

Corequisites

None

Assumed Knowledge

None

Incompatible Units

None

Equivalent Units

6390 Consumer Behaviour